In his 2018 annual mission statement, Mark Zuckerberg committed to not only overhauling Facebook in terms of making it a safer and fairer forum, but also to place greater emphasis on posts from users’ friends and family on its News Feed. It’s an announcement that has left brands dependent on Facebook a little unsettled about the way this will affect their social media campaigns. The move is a continuation of Facebook’s 2016 announcement, when it changed the format of its News Feed to place greater weight on posts that enhance social interaction. Zuckerberg has always been sticky about advertising on Facebook, initially insisting that the News Feed does not include brands at all, despite the potential for generating revenue. When he finally allowed brands to advertise, his rules were stringent, resulting in ad ranking that is precise and targeted, while irrelevant content is penalised. In an announcement to its partner community recently, Facebook reported a greater commitment to pos...

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